About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Sunday, March 20, 2011

Indian Youth Has Lowest Percentage Of Mobile Data Users : Nielsen

Nielsen released part of its Mobile Youth Around The World report in a blog post. Nielsen studied patterns in 9 countries – Brazil, Russia, India, China, Vietnam, Germany, U.S., U.K., Spain and Italy. The report tries to establish phone preferences, purchase drivers, data usage etc. And tries to demonstrate how local factors, culture, economy etc have an influence on mobile usage.

The part released in the recent post compared three factors across the 9 countries – Data consumption, Connection type preference (prepaid/postpaid) and multiple SIM usage.

Advanced Data Usage

Nielsen Data Usage

China had the highest number ‘Advanced Data Users’ and India was at the bottom of the pile with only 13%. And by some distance, the next lowest was Brazil with 40%. But India did report the highest percentage of SMS/Voice Users and Voice only Users. Highlighting the scope for Voice and SMS based VAS. China on the other hand had a mere 2% of voice only users. Also interesting is that China pipped US to the No.1 spot. I’d be interested in seeing these numbers again after large scale 3G adoption though. How much data can we really consume at 2/2.5G speeds. The other way to look at it is in terms of how much potential there still is.

Prepaid Vs Postpaid

prepaid postpaid

97% used Prepaid connections, which is no real surprise at all. Note, that all BRIC countries had 85% plus prepaid users. While US and the European countries were all below 60%. In fact,In US less than a quarter of the youth had prepaid connections. Part of the same study revealed that 35% of Indians aged 15-19 and 54% aged 20-24 paid for their own mobile connections.

Multiple SIMs

multiple sims

Given the number of people that seem to have multiple SIMs, I’m a little surprised that only 15% of the Indian youth said they had multiple SIM cards. Of course, if you look at raw numbers, 15% would still be a pretty large number here. Only China had a lower percentage of people using multiple SIM cards, again 14% there would be a huge number too.

Source: http://www.watblog.com/2011/02/23/indian-youth-among-the-lowest-mobile-data-consumers-nielsen/

further reference: http://trak.in/tags/business/2011/02/24/indian-youth-mobile-phone-usage-survey/

1 comment:

Anonymous said...

I believe that the lack of local language adaptation prevents most Indian users from using VAS and data services. Hence, there is great potential if the industry could accelerate the spread of modern Indian language-based data services and VAS. How soon can that occur?